An Analysis On The Marketing Strategy Of Sichuan Unicom's CDMA Mobile Service

In recent years,as people living standard increases and the social life expands,China's mobile tele-communication industry develops fast,which brings about fierce competition to the market. In order to survive and develop,China's mobile tele-communication operators constantly increase their competitiveness by providing a high-quality service with a lower price and better network. China Unicom even sets up a brand new nation-wide CDMA network to become one of the few global operators handling GSM and CDMA simultaneously. Though China Unicom scheduled a detailed net-establishing and user-developing plan,the outcome is far beyond expectation after one year trial operation. This article focuses on CDMA project of Sichuan Unicom,analyzes its plan scheduling,marketing environment,positioning and strategy,using marketing theories and adopting approaches of combination of theory and analysis,to find a cause to the present unsatisfactory operation of CDMA. The finding might be instructive in adjusting the marketing strategy of Sichuan Unicom CDMA.The thesis has five sections. The first section briefs the related background information about China Unicom,Sichuan Unicom and CDMA. The second section analyzes the marketing environment of Sichuan Unicom CDMA. The third part analyzes the target market of Sichuan Unicom CDMA. The fourth part comments on the market strategy of Sichuan Unicom CDMA and puts forward suggestions on its adjustment. The last section is conclusion.